Personas
User types, user segmentation, user goals and needs, market research vs. design research
Practical exercises: Developing personas, presentation, feedback and discussion
Customer lifecycle
Customer lifecycle, task analysis & definition, cognitive task analysis, top tasks
Practical exercises: Creating a customer lifecycle with top tasks, presentation, feedback and discussion
Customer journey and experience
Customer journey, service experience, touch points, experience mapping
User scenarios
User scenarios, use cases, use contexts
Practical exercises: Developing a user scenario with all use cases, presentation, feedback and discussion
Competition and market analysis
Benchmarking, best practices, evaluation models, performance metrics
Product analysis
SUS System Usability Scale, Google heart framework, expert review/heuristic evaluation, content audit, online survey
Usability testing
First click testing, A/B testing, usability lab, remote testing, mouse tracking, eye tracking, retrospective Think Aloud
Practical exercises: Implementing a live usability test for a selected application
Web analytics
Google Analytics, Adobe Analytics, Piwik Open Analytics …